Creative analytics for Meta and TikTok ads

What you can group by

Results can be grouped by creative, ad, hook, creator, format or campaign. Each row shows spend, impressions, clicks, CTR, hook rate, hold rate, tracked orders, revenue, ROAS, CPA and the week-over-week change in CTR. The trend chart compares up to three of them on spend, ROAS, CTR, hook rate or impressions.

Metrics and formulas

Hook rate and hold rate only count video impressions, so static images show no value for them.

Where revenue comes from

Revenue is not copied from Ads Manager. It comes from orders ROASaurus tracked on your store, credited by last click within your lookback window to the ad named in utm_content, or to the ad id. For Meta, set the URL parameters to utm_source=facebook&utm_medium=paid&utm_campaign={{campaign.name}}&utm_id={{campaign.id}}&utm_term={{adset.name}}&utm_content={{ad.name}}. The Meta guide walks through it.

A naming convention for hooks, creators and formats

To compare hooks, creators and formats, put them in the ad name:

The form hook=Problem_creator=Anna_format=UGC works too. ROASaurus reads the values from the ad name on Meta and TikTok, and adds up every ad with the same hook, creator or format. Ads without a value are grouped as "(not in ad name)". More in the creative analytics guide.

Pulse

Pulse shows 19 headline metrics compared with the previous period: ROAS, ad efficiency ratio, spend, revenue, AOV, CPA, purchases, clicks, impressions, page views, CTR, CPM, frequency, conversion rate, add to cart, cost per add to cart, checkouts, and the view-through purchases and value the ad platforms report. Filter by channel and drill into campaign, ad set and ad tables.

Who it is for and setup

Brands and creative teams that run video on Meta and TikTok and test many hooks and creators. Connect the Meta ad account with Facebook login or a token with ads_read, and add the TikTok advertiser id and a token. See Meta and TikTok. Revenue needs tracking installed, so orders can be tied to ads.

Limits

• Only Meta and TikTok ad stats are synced. Google, Snapchat, Pinterest, Reddit, X and Microsoft creatives are not covered.
• Creative revenue is last click. For other models, use attribution at campaign level.
• Fatigue needs at least 1,000 impressions in both weeks, so small ads are never flagged.
• Spend in another currency is converted to the store currency at ECB rates.